by Ángeles Tejado and Marta Prados

1. OgilvyOne Worldwide S.A.
Pamplona, March, 2nd 2016
Tips for an efficient
Marketing Strategy

2. 93% of marketers believe they need to reinvent their
brand building strategy as a result of digital innovations
like social media, social PR and mobile
Forrester’s 2012 Marketing Leadership Online Survey of 99 marketing leaders
92% say that social media has fundamentally changed
how consumers engage with brands
86% believe social media is fundamentally changing
how brands are being built in the 21st century
61% say they must reduce their reliance on traditional
media and traditional PR to build their brand in the 21st
century

3. 1. Brand Consistency
2. Focus on growth
3. Social Skills

4. How do big brands build
themselves?
Who they serve
An enduring idea
How they are primarily experienced
What differentiates them

5. Coca-Cola
“Happiness in a bottle”
The optimists
Social interactions
Iconic Product
“The best way for uplifting and enhancing your everday moments of
happyness”

6. Nike
Competition
The athlete in all of us
Aspirational Advertising
Performance
“If you have a body, you are an athlete”

7. Apple
“Thinking differently”
The contrarian
The design of its products
Steve Job’s ethos
“Complexity is simple so everyone can be part of the future”

9. 5
QUESTIONS

10. 1. Who is your target customer?
2. In which category does your business exist?
3. What is your unique benefit?
5. How are you clearly different from your competitors?
4. Who is your real competition?

11. “My company name is the leading category for
target customers that provides unique benefit.
Unlike competitors, my company does unique
differentiator (benefit)”

12. “For World Wide Web users who enjoy books, Amazon.com
is a retail bookseller that provides instant access to over
1.1 million books. Unlike traditional book retailers,
Amazon.com provides a combination of extraordinary
convenience, low prices, and comprehensive selection”.

13. “FRUITWATCHER is the leading device monitor for fruit
distributors, food chains and transportation companies that
provides traceability of the best conditions of fruits and fresh
vegetables in transport. Unlike traditional systems,
FRUITWATCHER ensures real time information about condition of
the good and the possibility to address problems before the
delivery”.

14. “METEO4ENERGY is a meteorological web service for
companies that depend on the energy and the weather
in their production that provides a visual, innovative and
technological way to see the forecasted weather. Unlike
traditional systems that usually requires explanations of
an expert to understand what is really happening,
METEO4ENERGY makes visualization of weather
information simple and intuitive”.

15. 1. Brand Consistency
2. Focus on growth
3. Social Skills

16. FIND YOUR
FIRST
USERS
PRODUCT
FIT
Mapping
the market

17. 1. Brand Consistency
2. Focus on growth
3. Social Skills

18. … GET OUT OF
THE BOX AND TALK
What are you waiting for?

20. SHARING

21. Paid Owned Earned
Reddit, Meneame, forums,
Facebook, Twitter, LinkedIn,
blogs, web..
Influences
network Amplify
emergent
dialogue
SEO
New highways are search engines providing a path to digital
businesses. Those who master SEO are being seen by
everyone who drives by digitally.
Web, Blog, Forums,
Communities, press,
collaborations, video
Ads, SEM, Spotlight
tags, Content
sindication…
FANSCUSTOMERSPROSPECTS CONVERSION
Self created
User generated
Collaboration

22. What about
marketing?

23. Customer engagement

24. INBOUND
•Any marketing tactic that
relies on earning people’s
interest instead of buying it
•Interactive two-way
communication
•Customers come to you (via
search engines, referrals, SM
•Marketers provide value
•Marketer seeks to entertain
and/or educate
OUTBOUND
•Any marketing that pushes
products or services on
customers
•One-way communication
•Customers are sought out (vía
print, TV, radio, banner ads, cold
calls
•Marketer provides little to no
added value
•Marketer rarely seeks to
entertain or educate

25. Awareness
Consideration
Preference
Action
Loyalty
Advocacy
OLD
TV, radio, outdoor
DM, Brochure
Product test, comparison
In-store purchase
Reward Points
NEW
Search, buzz, blogs
Online research,
user reviews
SNetworks, YouTube,
local search
Group discounts, purchase
online/instore/mobile
Reviews, links, likes,
social buzz

26. Attract traffic. In a coordinated way. Blogs, podcast, webinars, videos,
whitepapers, forums, SEO… Design a good strategy.
… IN BOUND MARKETING
METODOLOGY

27. Conversion and profiling
… IN BOUND MARKETING
METODOLOGY
Someone Joe Data Base

28. Marketing automation, lead scoring (quality of leads), lead nurturing (show your
customer different options, benefits…)
… IN BOUND MARKETING
METODOLOGY

29. Loyalty… Take care of your clients.
… IN BOUND MARKETING
METODOLOGY

30. And don’t forget sincronization. Inbound cycle is complex.
… IN BOUND MARKETING
METODOLOGY

32. Don’t be afraid…
“You have to be a programmer to be a marketer”
“You don’t have to be a marketer to be a programmer”

33. Thanks!